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November 27 - 28, 2017 | Philadelphia, PA

Agenda

Event Schedule


Monday, Nov. 27

  • 8:00 am - 11:00 am Registration
  • 11:00 am - 12:00 pm Keynote: Solving Branded Content’s Technology Problem | More

    By now, most brand-side marketers have realized that technology is the engine for driving an agile and effective content marketing strategy. Yet they face major challenges to taking full advantage of branded content technologies: While content marketing requires nimble action, bringing fresh ideas to market and launching new platforms quickly, marketers often run up against sluggish legacy technology and corporate bureaucracy. Meanwhile, the sheer number of technologies that support branded content is staggering and makes integration difficult. In this keynote session, FUSE conference co-chair Robert Rose will explore what it takes for companies to use branded content as a strategic business asset and the technologies that will enable a truly agile and measurable content strategy that drives business objectives.

    Speaker: Robert Rose, FUSE Enterprise Conference Co-Chair

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  • 12:00 pm - 12:45 pm Lunch & Keynote Panel: Where Branded Content Tech Is Headed Next | More

    This session will explore the technology obstacles brands have overcome and look to what’s on the horizon. Leading edge technologists will share their insight on the future of technology-enabled branded content and where they expect technology and revenue to align. Our speakers will pull no punches in assessing what brands are doing right and wrong when it comes to adopting the right technology.

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  • 12:45 pm - 1:30 pm How Cognitive Computing & Data Analytics Are Transforming Marketing | More

    Cognitive computing has come of age in the last few years and is increasingly deployed across many application areas. Coupled with data analytics, cognitive computer applications are transforming  advertising, marketing and customer engagement.  Together, they enable marketers to gain deeper insights into customer sentiment and behavior than was previously available.  This talk will show how cognitive computing and data analytics are creating more effective (and profitable) data-driven marketing efforts.  It also highlights how they are delivering new opportunities to improve the understanding of customer needs and wants, increase customer engagement, and personalize customer messaging.

    Speaker: Bay Arinze, Ph.D, Professor of Management Information Systems, Drexel LeBow College of Business

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  • 1:45 pm - 3:15 pm Boardroom Case Studies - Day 1 | More

    In a small group environment alongside industry peers, attendees will review case studies that focus on practical, real-life examples of how other brand marketers are leveraging branded content technologies. The Boardroom Case Studies at FUSE foster no-holds-barred discussions designed to let you “pull back the curtain” and see how specific technologies can augment your own branded content efforts.

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    Content
    Marketing
    Data
  • 3:30 pm - 5:00 pm 1:1 Meetings - Day 1 | More

    A series of 20-minute meetings between marketers and technology providers, these one-on-ones allow a closer look at how leading-edge solutions may fit at your own organization. Held in a relaxed social setting, these pre-scheduled meetings enable attendees to accomplish months of intel gathering in just 2 days.

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  • 6:30 pm - 9:00 pm Dinner/Networking/Casino Night

Tuesday, Nov. 28

  • 8:00 am - 9:00 am Breakfast
  • 9:00 am - 9:45 am Marketer Spotlights | More

    During this session, brand leaders from Vanguard, the American Medical Association, and Red Hat will share specific use cases of how they’re evolving to stay on the cutting edge of content that attracts and engages audiences. Speakers will share practical insights on how they integrated new technologies in order to improve branded content and discuss how they transformed business strategy in order to increase engagement, and ultimately, revenue.

     

    Speakers
    Allen Plummer, Digital Marketing Strategist, Institutional Business, Vanguard
    Brande Martin, Director of Digital Standards, American Medical Association
    Nicholas Heling, Marketing Content Specialist, Red Hat

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  • 10:00 am - 11:30 am Boardroom Case Studies - Day 2 Morning | More

    In a small group environment alongside industry peers, attendees will review case studies that focus on practical, real-life examples of how other brand marketers are leveraging branded content technologies. The Boardroom Case Studies at FUSE foster no-holds-barred discussions designed to let you “pull back the curtain” and see how specific technologies can augment your own branded content efforts.

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    Content
    Marketing
    Data
  • 11:45 am - 12:15 pm Startup Derby | More

    New technology intended to solve marketers’ problems is constantly popping up. A shiny new tool that seems like a distraction one minute could become an industry game changer the next. In the FUSE Enterprise Startup Derby we’ll showcase emerging tech startups, and we’ll ask you to vote on your favorite presentation to help us crown the Startup Derby Champion.

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  • 12:15 pm - 1:15 pm Lunch & Content Analytics Roundtable: What Metrics Matter? | More

    All the technology in the world won’t do any good if you’re not measuring and optimizing branded content performance. But what metrics should marketers be paying attention to? Publishing Executive editor-in-chief Denis Wilson will moderate a roundtable discussion with FUSE conference co-chair Ginger Conlon, Parse.ly co-founder and CEO Sachin Kamdar, and a senior marketing executive on the topic of branded content analytics. The panelists will take a closer look at some of the findings from Parse.ly’s content marketing analytics report. And audience members will be asked to weigh in with their own responses to some of the questions covered in the survey and share their perspectives on how successful marketers are effectively measuring their content efforts today.

    Speakers:
    Denis Wilson, Editor-in-Chief, Publishing Executive

    Ginger Conlon, FUSE Conference Co-Chair
    Sachin Kamdar, Co-Founder & CEO, Parse.ly

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  • 1:30 pm - 3:00 pm Boardroom Case Studies - Day 2 Afternoon | More

    In a small group environment alongside industry peers, attendees will review case studies that focus on practical, real-life examples of how other brand marketers are leveraging branded content technologies. The Boardroom Case Studies at FUSE foster no-holds-barred discussions designed to let you “pull back the curtain” and see how specific technologies can augment your own branded content efforts.

    »»
    Content
    Marketing
    Data
  • 3:15 pm - 4:15 pm 1:1 Meetings - Day 2 | More

    A series of 20-minute meetings between marketers and technology providers, these one-on-ones allow a closer look at how leading-edge solutions may fit at your own organization. Held in a relaxed social setting, these pre-scheduled meetings enable attendees to accomplish months of intel gathering in just 2 days.

    »»
  • 4:15 pm - 6:00 pm Cocktail & Awards Reception